BIG TASTES. TINY PIZZAS.
Two #1 brands = One BIG idea
A Snacking Occasion Hiding in Plain Sight.
Half of Frigo® Cheese Heads® consumers were already buying Thomas'® products. Both brands were number one in their categories. The idea was simple: use the brand power of both to celebrate National Pizza Month.
From Simple Idea to Sales Results.
Eight BIG TASTES TINY PIZZAS recipes were created, and videos that highlighted the unique taste of each launched across both brands' social channels for the entirety of National Pizza Month. Both brands supported the program through shared email, organic social, and Thomas'® website banner placements, amplifying reach without adding budget. What started as an organic social concept grew into a fully integrated program, including paid media, AdAdapted shopping app placements, and a dedicated campaign page on FrigoCheeseHeads.com.
Beyond the Benchmarks.
5,096
Products added to shopping lists
0.40%
Add to list rate (vs. 0.27% benchmark)
$1.96
Cost per add to list (vs. $4.00 goal)
2:30
Average time on page (vs. 1:10 brand benchmark)
10 million impressions and 1.5 million video views across both brands' channels. Shopping app placements exceeded every benchmark and delivered purchase intent at half the anticipated cost. Visitors to the campaign page stayed more than double the brand average.
